Low Rent Strategy

3 months ago, a local NSW coastal business owner made a decision to relocate his surf clothing store after staring down the barrel of a 34% increase in rent. The original location was on the esplanade of a high tourist area… lots of restaurants, lots of shops, lots of apartments, lots of feet. The move took him just one street away… just one street… but thousands of feet from his original location because nobody wanders behind the resorts on the Esplanade.

What happened next? Sales plummeted by $115,000… and are still going down.